ButterflyCannon has rejuvenated the packaging of the No7 Lift & Luminate franchise, following the successful launch of its redesigned anti-aging serum in 2016. The portfolio extends the same graphic approach to elevate the perception of the range and clearly communicate the new “Triple Action” benefit.

A refresh and uplift to the core brand color contemporizes the range, and the satin finish helps to convey the products’ luxury credentials. An iconic graphical device unifies the Lift & Luminate portfolio. Recognizable to consumers from the serum launch, the device conveys the science behind the products, and the three interconnected droplets represent the triple-action concept: visibly reduced wrinkles, firmer-feeling skin and a more even skin tone.

The refined information architecture on the front of pack improves navigation and introduces the attributes of the innovative new formula in an understandable format. To communicate the complimentary nature of the two franchises, the droplet icon created for the Lift & Luminate franchise is also featured, integrating a subtle profile silhouette to highlight product benefits.